Brand Focus

Multiple Sports

Rob McQueen, Cisco’s vice president, global sponsorship, explains why the company prefers tailored sponsorship packages that demonstrate the full scope of its capabilities and seeks product advocacy from its sports partners.
Rugby Union

Brand director Maria Koutsoudakis explains how Vodafone UK's initial foray into rugby has expanded into multiple deals.
Multiple Sports

Nick Kelly, vice president sponsorship and partnerships at Verizon, explains how the company uses its sponsorship portfolio to reward customers and showcase its connectivity services.
Basketball

Public charter jet service JSX aims to grow its brand across the US as a founding partner of College Basketball Crown, a new postseason tournament, organised by AEG and Fox Sports.
Multiple Sports

Optimum Nutrition believes the recent opening of a new performance hub for the McLaren Formula 1 team will broaden its consumer base and reach.
Football

SportBusiness Sponsorship speaks to Sarah Dale, global head of partnerships for crypto exchange Binance, on why football and F1 are top of her priority list.
Football

SportBusiness Sponsorship speaks to Willem Dinger, global head of sport and entertainment partnerships at Unilever, and Kathryn Swallow, global brand vice president for the company's Rexona deodorant brand.
Football

Mayur Gupta, chief marketing officer for cryptocurrency exchange Kraken, explains why the company sponsors properties like Tottenham Hotspur, Atlético Madrid and the Williams F1 team.
Football

Bank of America chose to acquire global rather than regional sponsorship rights for the North America-hosted 2026 World Cup because it wanted to demonstrate it is an “international firm with international clients," according to CMO David Tyrie.
Football

Ronni Hartvig, CMO for Swedish gambling firm Betsson, describes the rationale for the company's recent sponsorship deals with Inter Milan, Boca Juniors and Premier Padel.
Football

Lala Steele, head of North America retail marketing for money transfer brand Western Union, explains the rationale for the company’s recent sponsorship deal with the Mexican Football Federation.
Golf

NTT Data this year backed golf's Open Championship for an eleventh year. Martin Ross speaks to Paula O’Connell, sponsorship lead in EMEA and Latin America, and CMO Mona Charif about the way the company activates the deal.
Multiple Sports

SportBusiness Sponsorship speaks to Andrew Watson from hotel group Marriott International, about a sponsorship portfolio that includes deals with Manchester United and the Mercedes F1 team.
Motorsport

Cato Networks sponsors the Tag Heuer Porsche Formula E team because it believes the electric racing series is able to connect it to a network of managers and leaders from the IT sector.
Multiple Sports

Tennis’ relatively light interaction with the technology sector was a key factor in Infosys’ decision to launch its sponsorship portfolio with the sport in 2015, according to senior marketing executive Navin Rammohan.
Football

Jan De Schepper, chief sales and marketing officer for Swissquote, reveals why the company sponsors the Uefa Europa League and Conference League and why it exited a sponsorship agreement with Manchester United.
Multiple Sports

Lucia Salmaso, BKT Tires Europe managing director, said the brand sponsors sport to make sure it is front-of-mind in its lengthy distribution chain.
Boxing

Matt Riches, head of sports marketing for Suntory Beverage and Food, Great Britain and Ireland, explains the sponsorship strategy for the company's Lucozade brands and their recent endorsement deal with England midfielder Jude Bellingham.